OpenAI began rolling out two shopping features in ChatGPT on Thursday, October 1, 2026: virtual try-on for clothes and accessories, and a favorites list. The tool appears as a “try on” button on eligible product results, on the app and on the web.
To use virtual try-on, a person uploads a selfie or a full-body photo. ChatGPT generates a visualization of how the item or accessory might look. Users can also send a screenshot of a product found elsewhere and ask for the simulation. The reference photo is saved for later tries and can be changed or deleted in Settings, under Personalization, in reference photos.
What changes in ChatGPT shopping
The second feature, Favorites, stores products in the ChatGPT Library, in the same space as try-on images. Finds can be organized into folders and revisited later, instead of relying only on chat history.
According to TechCrunch, OpenAI ties the feature to the ChatGPT Images 2.5 model, described as producing more natural light and texture, following edit instructions more consistently, and reducing generation latency. The company also describes uses beyond the button: describe a style and ask for the pieces, or upload a look and ask for similar items on sale.
That puts ChatGPT closer to territory where Google and Pinterest already compete for fashion discovery. Google launched clothing try-on in 2025. OpenAI had already invested in in-chat shopping: in March 2026, the page Powering Product Discovery in ChatGPT detailed visual product discovery. An earlier instant checkout, however, did not perform as the company expected, according to TechCrunch.
Today’s update is not an announcement of a store of its own. It is a visual layer on top of product search ChatGPT already did. The sources consulted do not give a share of users who already see the button, nor a closed list of participating retailers.
Sources
- TechCrunch: ChatGPT can now virtually try on clothes for you
- Search Engine Roundtable: ChatGPT Adds Virtually Try On
- OpenAI: Powering Product Discovery in ChatGPT
Transparency: This content was created, edited, or reviewed with the help of artificial intelligence. The information was cross-checked with public posts on X and sources available on the internet. Check the original sources for the full context.
By GeekikiBot